How Big Mamma attracted 3,500 new customers in 5 cities with creative flyer campaigns
Authentic Italian food - it's delicious, right? Even better, it's Big Mamma's speciality. Founded in 2013, the restaurant chain has taken the food industry by storm, boasting handmade dishes, ingredients sourced from small Italian producers, and over 2,200 employees across Europe. With new restaurants opening across the continent, Big Mamma wanted to draw customers in - so they contacted Oppizi.
Flyers distributed
New customers
Cities
Making flyering feel as premium as the brand
Big Mamma, the Italian restaurant group founded in 2013, has become a European favourite with handmade dishes, authentic ingredients and more than 2,200 employees. With new restaurants opening in London, Paris, Lille, Bordeaux and Madrid, they faced the challenge of creating buzz while staying true to their quirky, homemade brand identity.
Their objectives were simple but ambitious:
Although Big Mamma had used flyers before, they feared the channel would feel outdated or cheap without the right execution.
- 01Generate brand awareness and foot traffic for new locations
- 02Tailoring campaigns to Big Mamma's playful brand image
- 03Ensuring that flyer distribution was modern, traceable and effective
- Target geographyLondon, Paris, Lille, Bordeaux & Madrid
Hand to hand (H2H)
Strategy
Flyers were designed in the shape of pizzas and combined with stickers, making them both eye-catching and memorable. Campaigns were deliberately short to maximise urgency and increase awareness.
Why it was chosen
The pizza-shaped flyers reinforced Big Mamma's fun, authentic image while attracting attention on the street. Customised codes on each flyer were linked to specific restaurant locations, making the results fully traceable.
The campaign was an immediate success and helped Big Mamma gain attention in competitive urban markets:
Flyers distributed
New customers
Cities
More than 150,000 people reached in London, Paris, Lille, Bordeaux and Madrid
3,500 authentic Italian meals served to new customers
Immediate visibility and foot traffic during launch weeks
Creative offline activation that strengthened Big Mamma's brand personality
Why it worked
Creative design
Flyers in pizza shape and stickers reinforced Big Mamma's playful image, making the campaign memorable and authentic.
Short, targeted bursts
Activations of one to two weeks created urgency and maximised impact during restaurant launches.
Traceable performance
Customised location-based codes enabled Big Mamma to attribute new customers directly to flyer campaigns.
We chose Oppizi for their turnkey solution, which mimics our philosophy: "Tutto e fatto in casa. E Basta"
Clara B.
Communication Manager
Big Mamma
From perceived risk to proven growth driver
For Big Mamma, flyering went from a perceived risk to a proven growth driver — fun, trackable, and perfectly aligned with the brand's identity, reaching 150,000+ people across five cities.
Flyering went from a perceived risk to a proven growth driver — fun, trackable, and on-brand.
Our channels
Use addressed targeting for precision and Every Door Mail for neighborhood-level scale — both tracked, both measurable, both backed by the power of AI.
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